ProVeg campaigns for informative and accessible veggie food labelling for the benefit of the consumer. For example, only a few countries have legally binding definitions of the terms ‘vegan’ and ‘vegetarian’. Together with the European Vegetarian Union (EVU), ProVeg is urging the European Commission to issue definitions of these terms. At the same time, Plant-based alternatives to animal-based products are continually entering the market, with the quality and volume constantly improving. To give customers a clear and immediate understanding of the content of products, they are often labelled with names that echo their animal-based equivalent (for example,’vegan sausage’). Some stakeholders are pushing for a ban on such ‘meaty names’, allegedly to prevent deception. ProVeg aims for the best regulatory framework in order to ensure meaningful food labelling.